Small and medium-sized enterprise marketing

Author: Liu Jialong
Publisher:
Publish Date: 2006-03-01
Features: This book opens a fast track for small and medium-sized enterprises in the early stages of entrepreneurship, leading them to development and success. It enables entrepreneurs, practitioners, and aspiring young entrepreneurs of small and medium-sized enterprises to grasp the knowledge system of marketing in the shortest time. The book is divided into 4 parts and 13 chapters, systematically introducing marketing knowledge: Part 1 is "Introduction," which covers "Understanding Marketing and Marketing Management" and "Techniques and Methods of Marketing Research"; Part 2 is "Analyzing the Market and Marketing Opportunities," which includes "Analyzing the Market Environment and Seeking Market Opportunities," "Analyzing Purchase Behavior and Finding Customers," "Choosing Products," and "Targeting the Market"; Part 3 is "Promotion Strategies," which covers "Product Pricing," "Marketing Channels," "The Evolution of Marketing Concepts and Theories," and "Modern Marketing Thinking and Marketing Ethics."